Esther C Kane

Archive for internet marketing

21 May 2012

Unlock Your Internet Marketing

Here at Eckweb we work with very small businesses, for the most part. We have a few larger clients but that’s only because they started out with us as very small businesses and have grown. (We’re so proud of that!)

Anyway, the one conversation we have with everyone circles around getting traffic to the website. How do we do it? What is needed? How much will it cost? All valid questions from business owners. Our answers are always the same. We answer with…

1) “Find out what your target audience wants, and then give it to them.”

2) “Make yourself an expert in your field.”

3) “Constantly put new information out there – whether it’s your website, your blog, your social media accounts, whatever – just be active.”

There’s Really No Internet Marketing Secret

The bottom line is, and the absolute truth is, there is no one trick or magical program that will bring your website a ton of traffic. In fact, your traffic comes mostly from small numbers, not big ones. Here’s what I mean…

I reviewed 5 websites, all different types of business and across the country and the numbers just may surprise you.

Site 1 – Total number of keywords that brought in 5 or less visitors = 687
Total number of keywords that brought in 6 or more visitors = 26

Site 2 – Total number of keywords that brought in 5 or less visitors = 329
Total number of keywords that brought in 6 or more visitors = 17

Site 3 – Total number of keywords that brought in 5 or less visitors = 455
Total number of keywords that brought in 6 or more visitors = 21

Site 4 – Total number of keywords that brought in 5 or less visitors = 209
Total number of keywords that brought in 6 or more visitors = 9

Site 5 – Total number of keywords that brought in 5 or less visitors = 379
Total number of keywords that brought in 6 or more visitors = 13

What Does This Tell You?

Basically, the majority of people that come to website are coming in with very specific keyword phrases. This is absolutely normal, common. More people will ALWAYS come to a website using their own specific niche phrases. For you, the business owner, this means that you MUST have that information on your website in order to get the search engines to even bring up your website when the viewer types in their phrase.

So, don’t focus so much on getting traffic for a main keyword phrase – instead – focus on the niche phrases. You’ll get more targeted traffic that way.

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eckweb | No comments | Tags: internet marketing, keywords, seo

21 May 2012

internet marketing • ppc marketing • seo • small business

Which Is Better, SEO or PPC?

A very common question asked by small business owners, “Which is better, SEO or PPC?”.

The answer can be a little complicated but it doesn’t have to be. Let’s see if I can help you make the best decision for your business.

First, let’s make sure we’re both on the same page as far as understanding the difference between SEO and PPC.

1) SEO (Search Engine Optimization) – is the process of working on the website content and coding in order to help it come up in the search engines for specific searches. These results are on the left hand side of your Google search.

2) PPC (Pay Per Click) – is the process of bidding on keyword phrases and creating advertisements for these keyword phrases (which point to your website of course). These results are on the right hand side of your Google search. Sometimes you’ll also see PPC ads at the very top of the left hand side as well.

Now, what can each of these give your small business? Knowing their differences will help you make the decision as to which one is better for your bottom line. We’ll go through these with some FAQ.

1) How Long Before I See Results?

SEO will always take longer than PPC. You can create a PPC advertisement and within 15-20 minutes, that ad will be showing up (depending on your settings of course). But we can work on the SEO for a website and we may not see the results of that work for several weeks or months. It depends on the amount of competition for the keyword phrase that is being marketed.

2) What Can I Expect To Spend?

SEO marketing is usually fixed to a certain extent. Eckweb’s monthly marketing is $210.00 per month and that includes adding 1 new page to the website (clients provide the content and graphics). So, it’s much easier to budget what will be spent with SEO marketing.

PPC marketing is fluid. You may begin your marketing campaign bidding $2.00 per click on a specific keyword phrase but your competitors will begin upping that bid to gain ground so by the end of 2-3 months you may end up paying $5.00 per click. That’s just the nature of PPC marketing. The only way to avoid this is to keep changing keyword phrases (to go after keyword phrases that can bring you traffic for only $2.00 per click).

3) How Much Time Will I Be Spending On This Campaign?

SEO marketing inherently involves adding content to your website, on hopefully, a regular basis. Daily, weekly, monthly, whatever – it’s up to the business owner. Of course, the writing can be outsourced to someone else in the company or to a professional SEO Copywriter. So, the amount of time spent on this aspect will depend on how the business owner wants to manage it.

Most business owners do not participate in the actual coding and website development process – so this is not an issue as far as time spent.

PPC marketing, if managed by an Internet Marketing firm will take very little time away from the business owner. Once the parameters are set up in the PPC account – it’s just a matter of making the decision to spend more dollars or change keyword phrases every now and then. Of course, if the business owner is managing his/her own PPC campaign then the amount of time spent can vary greatly, depending on how much knowledge he/she has and how much time is needed on the research.

Both marketing programs will require time to be spent reviewing the analysis of the campaigns. It’s extremely important to keep checking if the campaigns are working or not. And to make changes to the aspects of the campaigns that are not working.

The Bottom Line, Which Is Better, SEO or PPC?

The conclusion is that IF you have a limited budget, you will want to go with SEO marketing. IF you absolutely need traffic to the website immediately, then you will want to go with PPC marketing but be prepared to pay.

I do hope this information was helpful. If not, or if you have other questions about Internet Marketing, contact me at Eckweb. I’m here to help.

This work is licensed under a Creative Commons Attribution 3.0 Unported.

eckweb | No comments | Tags: internet marketing, pay per click, ppc, search engine optimization, seo

02 May 2012

business tips • internet marketing • small business • social media

Google Giving Your Business More Exposure!

Google has been working, since April 2010 on a Business Photos Program. Basically, the idea is to provide businesses with a local photographer that apparently has been approved by Google to take photos and/or virtual tours of the business. These photos/videos are then put on Google searches, Google Maps, Google Places and who knows where else?

The Google Small Business blog has a great story on it. Apparently it’s been successful enough that Google is now expanding it to other countries and they’re looking for more photographers to sign up to the program. Here’s a link to a photographer in the Atlanta, Georgia area just to give you an idea of the kind of photographers in the program.

It’s a really great idea – imagine looking for a restaurant and being able to take a virtual tour of that restaurant before you set foot in there? I can see this working well for Bed and Breakfasts, animal day care centers, boutiques and many other places. Very Cool.

Check out Google’s Business Photos program – it may just be the thing your business needs!

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eckweb | No comments | Tags: google, google maps, photo marketing, small business marketing, virtual tours

24 Apr 2012

article writing • internet marketing • seo

Writing Content – Some Inspiration

I talk alot about writing new content for websites, blogs and how important it is. I mean really, Internet users type in words in search engines (or is it on search engines?) anyway, all these engines can do then is look for those words on pages.

But, I will concede, as I think anyone who does any writing will, it’s not always easy to write. I found this on my Pinterest account and thought it was worth sharing. I hope you think so too.

Like this infographic? Get more content marketing tips from Copyblogger.

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eckweb | No comments | Tags: article writing, content writing, internet marketing

23 Apr 2012

internet marketing • seo

Are You Really Getting SEO Services?

For most website owners, the understanding they have of SEO (search engine optimization) is limited. They know that their websites need it, they know that it can bring in business, but do they REALLY know what’s going on at the SEO company?

It reminds me of my own experiences when I bring my car to the mechanic. I mean, he TELLS me what is wrong and what he needs to do but he might as well be speaking Klingon, I don’t really understand and frankly, I just want the car fixed. I have to trust him (and we all know that doesn’t always work out well!).

Anyway, I just read a great article explaining what the process of SEO looks like and I thought I would break it down for you.

First off, the article is written by Krista LaRiviere who is cofounder of a successful SEO software company – so her expertise is valid. So, let’s get to the article.

1) Krista outlines the model of SEO like the old food pyramid we’re so familiar with.

She then assigns a percentage of the importance of each level. They are…
(from bottom to top)

Technical Page Optimization
This accounts for 10% of the SEO model. I can’t tell you how many times I argue with clients (well, I suppose I should call them discussions) about making changes to their website in order to comply with this rule. Sometimes graphics are too large, sometimes there’s just too many graphics or flash or other animated features. Sometimes there just isn’t enough text. Believe me, I understand that it’s important to have an aesthetically pleasing website, but the reality is, the most beautiful looking websites in the world don’t necessarily bring in traffic. Business websites are meant to bring in traffic, otherwise, what’s the point?

Keyword and Competition Research
This accounts for 25% of the SEO model. Where it’s true that the website pages themselves have to be constructed with clean, up to date coding, it’s even more important that the words being used on the website pages are the right ones. Does this happen right away? I mean, when website is first optimized are all the keywords chosen correct? Are they the best? I’m going to be honest with you – NO! Why? Because website traffic is dependent on a large variety of factors. A keyword phrase may do well from January to April but perhaps it doesn’t do too well during the Autumn, perhaps there are other factors coming into play in the industry. It’s difficult to tell. Research is based on what has happened, so we can only go with that information.

I guess what I’m trying to say is that keyword research is constant.

External Marketing TO The Website
This accounts for 55% of the SEO Model. Basically, this means creating articles to put on OTHER places like blogs, press releases, article directories, etc. Of course, embeded within these articles would be links TO your website.

Some of the best types of articles to write are How To articles, Reviews and Case Studies. The reason is that these types of articles showcase your expertise in your field.

Publish – Socialize – Share
This accounts for 5% of the SEO model.

Websites these days MUST be interactive. The days of going to a website and just reading it are long, long gone. Visitors expect to be able to link to you via Twitter, Google+, Facebook, whatever! They expect to see you in those places and they expect others to be talking about you.

Make your website shareable. Put the kind of information on your website that others will want to share.

Measure and Improve
This accounts for 5% of the SEO model.

No website EVER is launched being 100% complete, in fact, no website is EVER 100% complete. If anyone tells you that it is, they’re just tired and don’t want to talk to you anymore. The truth is, websites are in constant motion. They’re constantly requiring work. The reasons are easy to understand…

a) technology changes rapidly (so that means coding and search engine algorithms change)

b) needs of your audience changes – whether it’s due to seasonal changes or other factors, what your target audience needed in January is not necessarily the same as in August of the same year. Keep up with what they need and you will always have enough traffic to your site.

c) factors in your own industry change – lawyers need to keep up with new laws, plumbers need to keep up with new tools and technology, doctors need to explain the new medications and treatments available. Let’s face it, there’s always something new happening in your industry and you need to show that your audience that you’re on top of it.

Well, I hope the article and my synopsis helps you to understand the basics of the SEO process and hopefully I haven’t lost you (like those mechanics do with me!). But, if you have any questions, you know where to find me.

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eckweb | No comments | Tags: internet marketing, search engine optimization, seo

13 Apr 2012

business tips • internet marketing • small business • social media

Retail Marketing Online

If your business is retail, this is the post for you. Mashable.com reviewed 10 startups that can help you to get your products “out there” on the Internet.

Now, it used to be that webmasters had to add retail websites and their products to directories but these days, it’s all about social media. Meaning that the shop owner has to actually interact with their customers. Yeah, I know, it’s more time consuming, but it’s more personal for the shopper. And for small retailers, that’s their ONE major advantage – they can make the shopping experience very personal. So check out these 10 online arenas! I’m sure you’ll find at least one that’s suited to your products.

1) Mulu.me

Launched in December 2011, Mulu is a social platform for sharing the things you love and making the world a better place at the same time. Mulu allows users to make product recommendations, ask for suggestions and earn money for themselves or a social cause they want to support.

Mulu CEO and founder Amaryllis Fox says, “Zooey Deschanel and HelloGiggles are using their Mulu to support 826 LA, a non-profit organization dedicated to supporting students ages 6 to 18 with their creative and expository writing skills, and to helping teachers inspire their students to write.”

2) Stippleit.com

Stipple leverages cloud services to power interactive commerce and content inside of web images. When people mouse-over a “Stippled” image, pins display useful information about the people, places, products and prices shown. The company’s patent pending technology syncs these commerce and content tags to images within its network.

“Brands lose tens of millions of dollars in revenue each month simply by not tagging their products in web photos,” says Rey Flemings, founder and CEO of Stipple. “Editorial images generate billions of pageviews, and if your product is in a photo, but people can’t find out what the product is, then your brand loses marketing value and revenue.”

3) Buyosphere.com

Founded by digital pioneer and author, Tara Hunt, Buyosphere is the Quora for fashion, interiors and retail.

Want to find “the best iPad cases for under $100 bucks?” Instead of searching through thousands of irrelevant images, Buyosphere allows you to ask the question to its community, and then your peers make recommendations (with direct product links). Even better, Buyosphere was built with brands in mind — the companies are encouraged to actively participate on the platform.

4) Stylmee.com

Launched in December 2011, Stylmee is the first iPad app that allows users in the fashion and interior design communities to create virtual 3D boutiques. Users are able to “design” their boutiques with custom flooring, fixtures, furnishing, accessories and apparel from their favorite retailers and brands. For every action, users earn points for their activities and can cash them in for retailer rewards.

The app combines online shopping and product sharing (via Twitter and Facebook integration) with social game mechanics in order to increase brand engagement. For brands and retailers, the application offers the ability to directly showcase the latest collections and obtain feedback and exposure through game mechanics. Products are viewed and judged worthy of placement within members’ personal boutiques.

5) Svpply.com

Considered Pinterest’s primary competitor, Svpply allows site members to keep track of the things they want to buy, and to browse a personal feed of products from across the web, curated and filtered by the people and stores they find interesting. Users with blogs can embed their Svpply activity via widgets and retailers can integrate an “add to Svpply” button on their ecommerce sites.

6) Lyst.com

Lyst is a social shopping and product bookmarking site specifically targeted to fashion. The site allows users to follow their favorite designers, boutiques, bloggers and stylists for updates in their personally made style feeds. “Lysting items is a form of self-expression,” says Chris Morton, CEO of Lyst in an interview with Business Of Fashion. “The act of publishing their lysts also enables users to build their reputation within the online fashion world.”

7) Nuji.com

A hybrid of Lyst and Svpply, Nuji allows users to save items they like from any online store using the platform’s web bookmarklet tool. Users can clip apparel from retail websites they like and purchase the items later. Plus, they can follow interesting users and earn rewards and discounts from retailers by tagging their favorite items.

Olioboard.com

For aspiring interior designers and overall design enthusiasts, Olioboard is an easy way to communicate complex artistic concepts visually. Use it as a brainstorming tool or simply to visually organizing thoughts.

Users are able to share, embed and email their creations to their blogs, as well as shop retailer products within the site. Olioboard plans to launch iPad and mobile apps mid-2012.

Olioboard was created by web design company Keele UX Inc. “Our main goal for Olioboard is to provide a design and decor-focused creative tool that essentially allows members to get inspired and ‘try it, before they buy it,’” says founder Sheilah MacSporran.

9) GetVega.com

GetVega is list-creating service based entirely on visual content. GetVega users access the platform for product comparisons and reviews, create lists of products, and write reviews. Users can also use it as a social (or private) bookmarking site. Currently, the site is generating an impressive amount of content, from visual cookbooks to theme bars in Paris to the best guitarists. Users even create the proverbial “bucket list.”

Once a public list is created, other users can contribute (see: the quest for the best chocolate) and rate the quality of a list and its contents. With a much broader audience than just fashion, GetVega offers retailers the chance to create context between their brands and their customers’ lifestyles.

10) Styloko.com

Styloko is the new kid on the block when it comes to product sharing and discovery. The site is hybrid of Pinterest, The Cools and what Google Boutiques wanted to be. Styloko is worth paying attention to because it caters to fashion, art and industry insiders – those with advanced knowledge of not so mainstream products.

The site allows users to add items they find to boards, upload images via the site’s mobile app, and set up specific sale alerts for the brands they follow.

eckweb | No comments | Tags: internet marketing, online marketing, retail marketing, social media

04 Apr 2012

internet marketing • small business • social media

Get More Customers The Smart Way

We all know there are two ways to look at any situation and take action…

1) One way involves looking at the short term

2) One way involves looking at the the long term

You know what I mean, there are basically two options on how to fix a problem. But I think we can all agree that for the majority of the time, doing it with the long term goals in mind, is the smarter solution. After all, the rewards are so much greater that way!

Going for the long term gains is the strategy of Social Media Marketing. What you write today may bring you customers for years to come. That is, if what you write is helpful and relevant to your readers.

In an October eMarketer report, Lauren Fisher, an analyst with the company, offered a few reasons why providing relevant content to your audience is a good strategy:

It builds trust. By providing information, you are helping potential customers mitigate risk. If the information checks out, you have given them reason to trust you.
It will propel your brand into a customer’s consideration set. As Brian Kardon, CMO of Eloqua, told eMarketer: “When you help prospects learn things and are generally helpful when they’re in a buying cycle, they’ll think about you first”

Writing your thoughts, ideas, insights, etc. via Facebook, Twitter, Google+, LinkedIn, (whatever!) is THE way to propel your brand and as Brian Kardon says, provide helpful information “…when they’re in a buying cycle…”

Building Trust IS a Long Term Goal

I remember about 4 years ago I got a call from someone living in Charlotte, NC. After a few phone conversations, he wanted to meet me to decide whether he should use Eckweb for his Internet marketing needs. Now, I live 4 hours away from Charlotte and my goal is to provide Internet marketing services for as low as possible – so that means that I need to keep my costs down as much as possible. Hence, I don’t go out and meet customers, it’s more a waste of time than it is profitable. That’s just the nature of this particular business.

But, this particular person insisted and said he would drive down to meet me. So, we did meet. He told me that he can’t do business with anyone who he doesn’t “shake hands with.” I remember telling him that he shouldn’t be on the Internet then. Cause the reality is, he’s going to eventually do ALOT of business with people whom he’ll never see. I told him he needed to learn to Trust and to build Trust online.

These days, that’s what every business owner needs to do. It doesn’t matter if you’re a small local mom and pop or a large international company. You build trust and a customer base one at a time. With each individual customer. It’s no different online.

So, go for the long term gains. Use your social media tools to let your customers know who you are, what you’re company is all about and how you plan to make their lives better.

It’s the smart way to get more customers!

This work is licensed under a Creative Commons Attribution 3.0 Unported.

eckweb | No comments | Tags: customers, internet marketing, social media

03 Apr 2012

internet marketing • small business • social media

Tips On Using Pinterest For Your Business

If you haven’t heard or used Pinterest yet, let me tell you it’s a bit addictive. And with having said that, I will admit that it’s the creative side of me that finds it so addictive. You see Pinterest is basically a bulletin board of all the things that people find to be cool. And yes, the stats report that the majority of users on Pinterest are women.

So, if your target audience is women, I strongly recommend that you get your business tuckus on that site! Here are some tips from Mashable on what to do.

1) Upload your own images at least some of the time. Yes, you can repin other images but the chances of going viral are greater if they are original.

2) Just like websites, name the image (the filename) using your keyword phrases. So, if you are a family attorney you can name your image family-lawyer-for-single-mothers.jpg (or something like that).

3) When you do repin images, do it from a variety of sources. Don’t just continuously use the same source.

4) After you’ve uploaded the image, go back in and create a link to your website or blog or Google Page or whatever.

5) The descriptions for your images can be as long as 500 characters so use as much of that 500 allowance as possible and don’t forget to use your keyword phrases.

6) Just by reviewing Pinterest yourself, you’ll be able to get an idea of what catches your eye, what seems of interest to you and then you can use that information to help you choose the types of images and information you’ll put on Pinterest yourself. It wouldn’t hurt to get several opinions from other folks either.

7) DO NOT ADVERTISE – just because your business is joining a social medium doesn’t mean it’s all about marketing your business. Remember those networking groups you go to (or used to go to)? The point wasn’t to Sell Yourself, the point was to get others to know you, to trust you and THEN they might do business with you. It’s no different here (except you don’t have to deal with cold scrambled eggs.)

Engage with other Pinterest users that are of interest to you. Comment on their boards, Like them, etc.

9) You want to give others the opportunity to Follow and Pin the images on your website as well (if it’s appropriate). So, ask your web designer to add the Follow and Pin It buttons from Pinterest on your site.

10) Be creative – that’s what Pinterest is all about.

11) Videos can be pinned on Pinterest as well as images.

12) Image sizes do matter on Pinterest. There’s no limit on vertical size but the limit on horitontal width is 554 pixels. But rule of thumb is to keep your images smaller rather than larger. Not so small that they can’t see the image but not so large that they have to scroll through. Again, look at the kinds of images that you’re attracted to and take the cue from there.

13) Have fun with this social medium. It’s a GREAT tool!

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eckweb | No comments | Tags: business marketing, internet marketing, marketing, pinterest, social media

02 Apr 2012

internet marketing • small business • social media

Social Media = Connecting With Your Audience

Let’s face it, social media has taken over, I mean it’s everywhere. There isn’t a television show or movie or social gathering where the words Twitter, Facebook or Social Media are not mentioned. Even my 90 year old mother in law is checking out Meet Up groups in her area. It’s just everywhere.

But if you’re a small business owner, you may be wondering how can you possibly tackle this social media monster? I mean, you know it’s free (but it will take up your time), you know it can’t be THAT complicated (although there still is a learning curve). The best way to find out how you can use social media for your business is to see what other businesses are doing.

So, I was reading this article in Mashable about how 5 particular brands created and use their social media tools. It’s a great read and I encourage you to read it through a few times.

But, in case you’re in a hurry, here are some quotes that may get your creative juice flowing.

“…(Tory Burch) discovered early on that social networks were not best used as “a conduit to [the brand's] marketing messages,” but rather a place for “of the moment, off-the-cuff comments that are the most compelling … [and] for sharing personal experiences, whether that’s fishing with her three sons or building relationships….”

“It (social media campaign) gives real insight into not only the day-to-day workings at Donna Karan headquarters, but also into the PR business itself.”

” “It was the day-to-day that customers responded to most,” Jannuzzi discovered, and so he began thinking of the “Kate Spade woman” and how he would bring her — and her New York City agenda — to life. Soon, @katespadeny began checking in to the MoMA in the afternoon and at Mercury Lounge in the evening; on the weekends, “she” snapped Instagram photos of Central Park and the facade of the Plaza Hotel.”

“On Tumblr, Jannuzzi says the magazine has been most successful reblogging and liking others’ content, and replying with animated GIFs and images. “We don’t do it often, but that’s a common practice among the community so it makes sense,” he says. On Foursquare, where the brand enjoys “most popular fashion magazine” status thanks to its following of more than 100,000, Lucky adapts its monthly city guides into tips and checks into its staff’s favorite shopping destinations daily.”

“Traffic is nice, but conversation with the reader is nicer,” says Sullivan. “A glorified RSS feed is a waste of time.”

What’s The Common Thread Here?

1) All these companies have assigned an individual or group to the social media project.

2) All these companies talk about the day to day events at their jobs, their companies and sometimes their social lives.

3) All these companies try to connect with their followers. They’re not selling, they’re not converting, they’re just connecting.

4) All of these companies talk often via their social media and that means almost daily. Doing it daily is even better.

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eckweb | No comments

01 Apr 2012

internet marketing